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That's the theme of the Cleveland Indians' 2013 brand campaign, the first installment of which the team released today. The campaign features a series of videos of Tribe players and personalities detailing why they've chosen to join or remain a part of the organization and the city of Cleveland.

In the first installment, new manager TERRY FRANCONA, whose father, Tito, played for the Indians from 1959-1964, details how his passion for the Indians, their fans and the city played a vital role in his decision to return. The campaign also will appear in television, radio, print, online, and out-of-home advertising.

"I spent the first six years of my life here, going to the stadium with my dad: cheering for the Tribe, cheering for Cleveland," Francona says in the video, which can be viewed at Indians.com. "This is a town that doesn't give up. Being a Cleveland sports fan takes resilience. The passion is real. The fans are real. Cleveland is a Tribe town. "

Subsequent parts of the series, which will be released as Opening Day draws near, feature "Voice of the Tribe" TOM HAMILTON, new first baseman/outfielder NICK SWISHER, bench coach and former Tribe catcher SANDY ALOMAR, and new outfielder MICHAEL BOURN

"'This is a Tribe town' captures perfectly the passion we feel for our fans and the community we serve," Indians president MARK SHAPIRO said.

The unveiling of the new brand campaign comes amid heightened attention spurred by the team's active offseason, which significantly improved the 2013 team. The attention has resulted in increased ticket and merchandise sales, and jumps in traffic on Indians.com and the Indians' social media channels.

With interest high, the Indians have experienced a significant surge in ticket sales ahead of single-game ticket public on-sale this Monday, February 25. To secure the best seats for all the action this season and get the best value on those purchases, the team is reminding fans to buy their 2013 single-game and group tickets early and online, and choose paperless or Print at Home options.

Single-game tickets are available to the public beginning Monday at 10 a.m. Fans can call 216-420-HITS or log on to www.Indians.com. Opening Day, on April 8 at 4:05 p.m. against the Yankees, is nearly sold out, with the best option for fans wanting to secure tickets to the April 8 game being a full Season Ticket package.

In addition to avoiding long walkup lines at higher-demand games, fans who buy tickets in advance, online and use FanPass paperless ticketing options can save up to 20% over the price of single-game tickets bought on game day. Fans still can opt for paper tickets, but the Indians' FanPass technology - while also offering a cheaper option than paper tickets -- allows ticket buyers to easily and securely manage and distribute tickets online and use their credit cards as entry into the ballpark.

"Like many other clubs, we have taken steps to offer our best value to season ticket holders and other advance ticket buyers for showing their faith in us," Shapiro said. "Additionally, we have worked hard to simplify fans' experience at Progressive Field, and we want to reward fans who take advantage of the technology we've made available."

Prices for Indians single-game tickets may rise as game day approaches based on market factors, including but not limited to weather, team record, opponent, day of week and the number and type of tickets purchased by fans. Thus, fans purchasing Season Tickets or otherwise buying in advance always will receive the lowest prices.